JACKSONVILLE, FL -- (Marketwire) -- 02/13/13 -- Although other medical conditions seem to grab the lion's share of attention (think: obesity, diabetes, heart disease and -- most recently -- the flu), the American College of Endocrinology (ACE) intends to change that with its comprehensive, year-round thyroid awareness campaign designed to reach the estimated 30 million Americans who suffer from some type of thyroid disorder.

"Many people are completely unaware of the how vitally important the thyroid is to our overall well-being or what types of thyroid dysfunction signs and symptoms to look for until they, a family member or friend is diagnosed with a problem," says Jeffrey Garber, M.D., F.A.C.P. and president of ACE, the educational and scientific arm of the American Association of Clinical Endocrinologists (AACE). "Of the 30 million in the U.S. with some sort of thyroid disease, 50 percent are unaware they have what could be a potentially serious problem. That's why our organization is getting even more involved. It's simply that important."

Now in its 19th year, the association's campaign has been expanded from previous years' efforts to include: a recently concluded satellite media tour; national distribution of public service announcements, infographics and press releases featuring need-to-know thyroid information; participation in major health fairs; and the relaunch of www.thyroidawareness.com, which provides extensive detail regarding the constellation of thyroid diseases, symptomology and treatment options.

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Another key element of the campaign is ACE's SAME/SAME/SAME messaging. Aimed at those who have been diagnosed with a thyroid disorder, the initiative reinforces the importance of taking the same dosage of the same thyroid medication (whether brand name or generic) at the same time every day. While the message may seem obvious to the unenlightened, it is important to note that even the slightest variance in thyroid medication can result in side effects that can range from mildly uncomfortable to severe and directly impact the brain, heart and many other organs.

"As endocrine experts, our ultimate goal is to ensure that all cases of thyroid disease are properly diagnosed and treated, and public education is essential to that effort," Dr. Garber notes.

The American Association of Clinical Endocrinologists (AACE)The American Association of Clinical Endocrinologists (AACE) represents more than 6,500 endocrinologists in the United States and abroad. AACE is the largest association of clinical endocrinologists in the world. The majority of AACE members are certified in Endocrinology and Metabolism and concentrate on the treatment of patients with endocrine and metabolic disorders including diabetes, thyroid disorders, osteoporosis, growth hormone deficiency, cholesterol disorders, hypertension and obesity. For more information, visit the AACE website at www.aace.com, become a fan on Facebook at www.facebook.com/theaace or follow AACE on Twitter at www.twitter.com/theaace.

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